Determining Modern Marketing Mix Elements and Their Measurement Indicators for Selling Cosmetic and Health Products...

The cosmetic and health products market is a competitive market. Traditional marketing elements do not respond to the market, and the use of modern marketing mixes is necessary for sales success. With the increase in the number of pharmacies in Iran, they are forced to use modern marketing mix elements for this purpose.

The present study aims to identify and define modern marketing mix elements and their measurement indicators that are effective on the sale of cosmetic and health products.

The research method is conducted as a descriptive-analytical cross-sectional study. The statistical population consists of two groups. The first group is experts to determine modern marketing mix elements and the validity of their items, who have been identified and selected with the Snowball method. The second group is customers in Iranian pharmacies. In the experts' point of view, mix elements are determined using the fuzzy Delphi method, and the validity of their elements and items is determined using content and face validity assessment. Subsequently, the effect of the determined factors in Iranian pharmacies is determined using factor analysis of structural equations, and the validity and reliability of their measurement indicators are confirmed (Cronbach's alpha and composite reliability obtained were higher than 0.7).

The results indicated that out of the twelve elements of the modern marketing mixes, the seven elements of price, quality, attractiveness, brand image, emotions, advertising, and customer trust are effective elements on the sale of cosmetic and health products, for which measurement indicators have been proposed in the market. The model showed an acceptable fit with CFI values above 0.93, indicating good consistency between the model and the observed data, and path analysis showed that price (β = 0.78), product quality (β = 0.75), and emotional appeal (β = 0.75) had the strongest positive effects on cosmetic and hygiene product sales.

This study highlights that traditional marketing mix elements are insufficient to explain customer behavior in the competitive cosmetic and hygienic products market in Iran. Instead, seven modern marketing mix elements (price, quality, attractiveness, brand image, emotions, advertising, and customer trust) play a crucial role in shaping customer satisfaction and purchasing decisions.